On March 26, 2026, Elon Musk revealed that his AI venture, xAI, is set to enhance its AI video generator, Grok Imagine, stepping into the void left by OpenAI's decision to pull the plug on Sora. On the X platform, Musk teased that the upcoming iteration of Grok Imagine will be nothing short of breathtaking and hinted at a significant intensification of the company's development efforts. Grok Imagine had already been earmarked as one of xAI's four key focus areas. Meanwhile, OpenAI announced on March 25 that it would be discontinuing the Sora video app, citing a strategic move to streamline its product offerings. This decision sparked discussions about the cost-effectiveness and profitability of AI video services. Despite initially soaring to the top of the Apple App Store charts with its free model, Sora's ranking eventually took a hit. Musk's enhancement of Grok Imagine is aimed at rivaling leading chatbots like ChatGPT by providing users with more streamlined video creation tools.